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`18 integrated marketing communications and direct marketing A. promo mix- inform, persuade, benefits after use B. Integrated marketing communications: designing marketing promotions that coordinated all activities , advertsising, personal selling, sales promo, pr and direct marketing C. Communication process: conveying message consist of 6 parts, a source, message, channel, receiver, encoding and decoding a. Source: company with info to convey b. Message: the info c. Channel: advertisining d. Receivers: consumers who see it e. Encoding: the process of having the sender transform the info into an idea or set of symbols f. Decoding: is the reverse, making the sender transform the symbols into an idea –accoridng to attitudes, values and beliefs g. Field of experience for sender and receiver: a similar understanding and knowledge they apply to message for example bad translations h. Feed back loop: consist of response : impact of message on receivers knowledge, attitude or behavior and feedback: senders interpetatiion of the reponse determines whether the message wss decoded correctly i. Noise: includes factors that can work against effwective communication by distoring a message or feedback, accent slang etc I. The promo elements 5 types a. Advertising (mass selling)-any paid form of nonpersonal communication, no immediate feedback b. Sales promo (mass selling)-short term sales of inducement used to intermdearies as well consumer c. Pr( mass selling) –lobbys’, annual reports publicity=credibility d. Personal selling (customized interaction) - two way flow of communication between buyer and seller face to face wasted coverage (people who read it but out of segement market) can have different levels of communication-disavd, feedback bad change message. Most expensive e. Direct marketing: uses communication with co nsumers to generate a response in the form of an order, request for more info, or a visit customization, II. Inegrated marketing communication developing the promo mix-what to choose a. The target audience : mass media, personal selling at store b. Product life cycle: i. Introductioncreate awareness, sales promo ii. Growth stage: persuade buyer to use , mainly advertising, try for contracts with wholesaler iii. Maturity stage: remind of product exsistance, repeat purchases, sales promo to consumer and retailer, direct marketing through mail , satisfy intermediaries iv. Decline stage: little money spent c. Product characteristics: i. Complexity: techn hardness, and learning required-personal selling ii. Risk: financial, social, physical-greater personal selling iii. Ancillary services: degree of service or support required after purchase –industrial products and consumer purchases (buying a plane) –advertising establish seller reputation, direct marketing used for customization, personal selling build confidence d. stages of the buying situation i. perpurchase: ad more helpful, sales promo-free samples, ii. purchase stage –personal selling highest, ad lowest, sales promocoupons iii. postpurchase stage ad important, personal selling to encourage , sales promo for repeat purchases e. Channel strategies: i. Push : personal selling and sales promo ii. Pull strategy: when intermediary does not want to increase inventory make the consumer ask the retailer for the product III. Developing a IMC program: a. Idenftify the target market-interest b. Specifying promo objectives:- hierarchy of effectc (awareness, interest, evaultion, trial and adoption c. Setting the promo budget: i. Percentage of sales budgeting: funds are allocated to promo as a perce nt of past or anticipated sales ii. Competitive parity: matching the competitiors absolute level of spending or the proportion per point of market share iii. All you can afford: what evers left spent on ad iv. Best approach objective and task: 1. determines promo obj 2. outlines the task 3. cost IV Direct marketing A, direct response marketing a. direct orders: the result of ofeers that contain all the info neccassary for a prospective buyer to a make a decision, short notice b. lead generation: offer designed to create interest and inquiry more info c. traffic generation: outcome of an offer designed to motivate people to visit a businnes Chapter 19 A. Institutional advertisements: is to build goodwill or image 4 types a. Advocacy: postion of a company on a issue or red cross asking for blood b. Pioneering: what a company is and represents c. Competitive advantage of one product over another (milk vs. cola) d. Reminder: companys name to market e. Radio-segmented medium Chapter 19 A. Buyer turnover, the higher the more advertising B. Purchase frequency : more frequent puyrchase less repition required C. Forgetting rate-rate at which they forget if not seen a. Continous (steady)- when seasonal factors are not important, ad is run contoious schedule through the year b. Flighting(intermittent0 periods of ad to reflect seasonal demand c. Pulse (burst)- flighting and conitnous because of increase of demand, new product or promotion D. portfolio test test copy alt. E. Trade oriented sales promo a. Allowances coupon at